Soy.com.au - good use of generic name

[DavidL]

Just spotted a banner ad for soy bean milk from Vitasoy. rather than promoting their corporate homepage (vitasoy.com.au) they have soy.com.au prominently all over the ad.

Using that domain, immediately imprints authority in the mind of the customer subconciously thinking 'If they have the domain soy.com.au, then they know the product'

Then if you go the the site, it's a nice little site that doesn't try to sell the brand so much but sell the benefits of soy milk etc. Lots of information on the stuff including forums and recipes etc. Of course everything is 'brought to you by Vitasoy' which is absolutely fair enough.

Just thought I'd post as it looks to me a great example of how a generic domain can be used in conjunction with a brand.

 

[snoopy]

Using that domain, immediately imprints authority in the mind of the customer subconciously thinking 'If they have the domain soy.com.au, then they know the product'

Then if you go the the site, it's a nice little site that doesn't try to sell the brand so much but sell the benefits of soy milk etc. Lots of information on the stuff including forums and recipes etc. Of course everything is 'brought to you by Vitasoy' which is absolutely fair enough.

I think the domain it isn't an authority thing, more about looking unbiased (as you say in the 2nd paragraph). I don't think people will say "wow vitasoy own soy.com.au" only domainers would be impressed by that. It sounds like a bit of an industry site.

 

[DavidL]

I think the domain it isn't an authority thing.... I don't think people will say "wow vitasoy own soy.com.au" only domainers would be impressed by that.

No that's not what I mean. I mean first impressions, before they click, like it or not they will have made some sort of judgement about the company or website behind that banner.

This will be based on the ad of course but also the domain (esp if that's made prominent).

Subconciously, people will make the connection between the industry-best domain name with the quality of the company behind it.

This will increase CTR no question, plus leave a lasting impression (however minor) on the visitor.

 

[snoopy]

Subconciously, people will make the connection between the industry-best domain name with the quality of the company behind it.

I think this is domainer logic, not necessarily general public logic. If it was some unknown soy milk company I'd agree, but for a company already famous I'm not sure it is the case.

This will increase CTR no question, plus leave a lasting impression (however minor) on the visitor.

I think it will result in a higher CTR if people were searching for "soy" since it is an exact match. Not sure what the CTR would be like if it was vitasoy.com.au. A strong brand is likely to get a high CTR as well.

 

[DavidL]

I suspect you're arguing for the sake of it but I'll play along anyway...

I think this is domainer logic, not necessarily general public logic. If it was some unknown soy milk company I'd agree, but for a company already famous I'm not sure it is the case.

I think it does make a difference. First impressions count, the street address of your lawyer, the quality of the envelope you get in the mail, the 131 number you ring. It's important for all companies, big or small to pay attention to detail and get this right. It matters.

I think it will result in a higher CTR if people were searching for "soy" since it is an exact match. Not sure what the CTR would be like if it was vitasoy.com.au. A strong brand is likely to get a high CTR as well.

Oh the ad I saw was a display banner actually rather than adwords. However I think either WOULD get a higher CTR than even vitasoy.com.au for a couple of reasons:

1) vitasoy may be well known but it doesn't have 100% brand awareness
2) 'soy-curious' people might be more inclined to click on a site that sounds like it talks about soy in general rather than one that sounds like it may be more likely to talk about a company and the company's products.

 

[snoopy]

I think it does make a difference. First impressions count, the street address of your lawyer, the quality of the envelope you get in the mail, the 131 number you ring. It's important for all companies, big or small to pay attention to detail and get this right. It matters.

So do you think coca cola should buy cola.com and start promoting it?
How about steel.com.au instead of bhp.com.au?
Clingwrap.com.au instead of gladwrap.com.au?

Sometimes the companies regular web address is more impressive the industry term. As a company gets bigger, the generic is less important. I think vitasoy is of a size where the generic doesn't really add credibility because they are already famous.

 

[DavidL]

Firstly I never said instead of. This thread was to show how a generic domain can be used in tandem with a corporate domain to good effect.

Secondly, drawing a comparison between the brand awareness of coke and vitasoy is a bit of a long bow.

As for clingwrap.com.au, I don't think even a seasoned marketer could find enough interesting info to put together an interesting website on the generic subject.

With steel.com.au I do see value - they could indeed push a PR campaign around the steel industry in general advocating for the importance of steel to Australia. Absolutely, it's a good idea.

I do know what you're saying though and I agree to a large extent especially when a company grows to a particular size. Just you picked 3 poor examples to illustrate your point.

PS who owns steel.com.au?

 

[Shane]

So do you think coca cola should buy cola.com and start promoting it?
How about steel.com.au instead of bhp.com.au?
Clingwrap.com.au instead of gladwrap.com.au?

Sometimes the companies regular web address is more impressive the industry term. As a company gets bigger, the generic is less important. I think vitasoy is of a size where the generic doesn't really add credibility because they are already famous.

I think soy is a unique case though, certainly compared to those examples.

What Vitasoy are doing is promoting the benefits of soy and building a community around it. Doing it with the soy.com.au is a great strategy in my opinion.

A lot of people are interested in the benefits of soy, and I'd be willing to bet that a lot more would visit a site such as soy.com.au rather than the website of one particular brand.

Will the site have a major impact on Vitasoy's profits in 2012? Probably not, but I still think it's a good strategy.

 

[snoopy]

I think soy is a unique case though, certainly compared to those examples.

What Vitasoy are doing is promoting the benefits of soy and building a community around it. Doing it with the soy.com.au is a great strategy in my opinion.

A lot of people are interested in the benefits of soy, and I'd be willing to bet that a lot more would visit a site such as soy.com.au rather than the website of one particular brand.

Will the site have a major impact on Vitasoy's profits in 2012? Probably not, but I still think it's a good strategy.

I never said it was not a good strategy, I said I disagree with David's claims that people will "make the connection between the industry-best domain name with the quality of the company behind it." given that the company is already famous.

If it is an educational/advertorial type site, the industry term can work for them, just like coca cola could try and educate people on cola.com. But I don't think people will say, gee Coca Cola owns cola.com, the industry leading domain name, these guys must make good drinks. They'll just perceive the site as less biased. For regular advertising, simply using the brand is going to have a bigger impression, and that is what most large companies do.

 

[segator]

Just spotted a banner ad for soy bean milk from Vitasoy. rather than promoting their corporate homepage (vitasoy.com.au) they have soy.com.au prominently all over the ad.

Using that domain, immediately imprints authority in the mind of the customer subconciously thinking 'If they have the domain soy.com.au, then they know the product'

Then if you go the the site, it's a nice little site that doesn't try to sell the brand so much but sell the benefits of soy milk etc. Lots of information on the stuff including forums and recipes etc. Of course everything is 'brought to you by Vitasoy' which is absolutely fair enough.

Just thought I'd post as it looks to me a great example of how a generic domain can be used in conjunction with a brand.

Fantastic strategy!!

 

[acheeva]

Agreed

 

[findtim]

i'm with davidL, i've read almost ever post and nothing changed in my mind

shane's comment " What Vitasoy are doing is promoting the benefits of soy and building a community around it. Doing it with the soy.com.au is a great strategy in my opinion." is spot on,

what they are doing is creating a site that is "social media" techniques

i just asked helena " name a soy milk" ? and she immediately said vitasoy so yes snoopy they have brand awareness but none of that takes away from what they have achieved by this social website and i think that's DavidL 's point?

i typed in vitasoy into google and soy.com.au came up in the top google ads interesting none of their competitiors were on that page ! i know thats weak search but you would expect sogood to be their in the adwords !

tim